Campaign details

Agency: OLIVER

Re-establish relationships with readers based on transparency, respect, choice and world-class journalism.


Having broken the Cambridge Analytica story on consumer data misuse, The Guardian held itself to a higher standard than its competitors.

And with a diverse readership interacting via numerous platforms every day, a strategic approach was needed. This was developed across the full range of channels including the print edition, website, app, social media, direct marketing and email.

Driven by re-permissioned opt-ins and with the principles of data strategy at its heart, the campaign reflected reader choice post-GDPR. The initiative was led by audience testing to identify messaging that would build awareness and galvanise support.

Dozens of disparate data-sets were brought together to reflect product and channel relationships, tailoring the right creative to the right readers.